By Christie Flanagan on Jul 08, 2013
To succeed in an increasingly global marketplace, organizations must successfully engage with their customers in relevant ways. This includes delivering a digital customer experience that takes your customers’ cultural and language preferences into account. Following are seven reasons why you may want to make localizing your digital customer experience a priority:
#1 – Localization Paves the Way for Sales and Profits
Localized marketing is acknowledged as essential for business growth and profitability but according to a CMO Council Study, 50% of marketers say they are underperforming in this area leaving much room for improvement.
#2 – Localization Leads to Greater Customer Engagement
According to this same CMO Council Study, localized marketing strategies and programs result in greater customer relevance, response and return, better customer conversations and connectivity, and improved loyalty and advocacy.
#3 – People Prefer to Purchase in Their Own Language
According to a Common Sense Advisory Group study, more than half of consumers surveyed indicated that they only buy on websites where information is made available to them in their language.
#4 – Language Influences Important Purchases Heavily
The same study revealed that language influences important purchasing decisions more heavily than less important purchases. For example, over 85% of respondents felt that having information available in their language was critical when evaluating insurance or other financial services.
#5 – The Internet is No Longer Dominated by English
It’s true that English speakers make up the largest percentage of internet users, but that percentage is less than 30%. Rounding out the top ten languages used on the web are Chinese, Spanish, Japanese, Portuguese, German, Arabic, French, Russian and Korean.
#6 – Localization Isn’t Just for the Large Multinational Conglomerate
Localization is not just the province of large-scale global corporations that compete in many regional markets in many different languages. Even regional companies serving a diverse customer base can create value and improve the digital customer experience by providing digital content in users’ preferred languages.
#7 – Investments in Localization Have Strong ROI
The investments that organizations make in localization can pay strong dividends. According to a paper put out by the Localization Industry Standards Association, $25 was returned for every $1 invested in localization.
- CMO Council – Localize to Optimize Sales Channel Effectiveness Report
- Common Sense Advisory – Can’t Read. Won’t Buy. Why Language Matters on Global Websites
- Internet World Stats
- Multilingual – Localizing for software, websites and global apps